Unilever, one of the world's largest food producers, has achieved impressive growth in Europe, primarily through the purchase of local food companies. Unilever initially allowed each acquired company to manage their own product research and development in such a way that it is adapted to local tastes and competition. This case describes the struggle that European managers face in trying to create a strong central direction of the pan-European product development, branding and marketing. "Hide
by Clayton M. Christensen, Jörg Zobel Source: Harvard Business School 19 pages. Publication Date: Aug 06, 1997. Prod. #: 698017-PDF-ENG
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